How To Cultivate Strong Relationships With Reporters
By Chris Pugh
Maintaining good relationships with reporters can amplify the work and reach of your organization.
So much of life revolves around relationships. Engaging with journalists is no different.
Journalists who know and trust you are more likely to respond to a media pitch and give you an opportunity to make your point. Since journalists play an important role in shaping the public’s view of issues and leaders, developing and maintaining good relationships with reporters is worthwhile.
Here are 6 ways to build and maintain positive relationships with reporters.
1. Learn the reporter’s background.
When you understand what makes a reporter tick, what they’re passionate about and their workload, you can approach them with empathy and understanding. Learning a reporter’s background also includes understanding their beat. Before you engage a reporter, you should know the industry they cover and the stories they’ve previously written. When you engage the right reporter, you boost the likelihood of your story being covered. Researching what a reporter covers is also a sign of respect; it signals that you cared enough about them to learn their beat.
2. Build Relationships Early
In our founder’s book, “Extraordinary PR, Ordinary Budget,” she talks about the importance of getting to know reporters before you may an ask. Strong relationships aren’t built overnight. Don’t wait until you have a story to pitch to introduce yourself and your organization Also, don’t leave this to your communications team. If you are an executive, you should be following reporters online and thinking strategically about who you want to cultivate a relationship with.
Here’s how to start.
Follow reporters on social media and share and comment on articles. You can also attend community events where they may be present to help build familiarity and trust. You can reach out with a note of appreciation for stories they write that resonate with the mission of your organization and mention similar projects you are working on. Surprisingly, journalists get very little positive feedback. A note of appreciation goes a long way.
3. Offer value
Share details and other information that will help reporters, even if they don’t directly promote your cause. Tell reporters something they don’t already know.
If journalists see you as a valuable resource, they are more likely to turn to you for future stories. Reporters are looking for experts; if you position yourself as an expert, you help them and your cause.
Offering additional information can strengthen your partnership. Providing information to make their job easier can strengthen that relationship.
4. Keep It Relevant
When you suggest a story, make sure it’s something that’s relevant to reporters.
Ask yourself the following question before sending a press release to a reporter. “Why does this matter?”
“Why Does This Matter Now?”
It’s also a good idea to make sure you have an emotional angle with your story idea, because emotion helps tell stories that are compelling to audiences. It’s helpful to demonstrate personal stories about how your mission impacts individuals.
5. Help The Reporter Out with Supporting Materials
Most people are visual. Visuals also help tell a story quickly. Sharing photos and videos or explaining the visuals that will be inherent in an upcoming event boosts your likelihood of coverage from the media.
6. Understand Reporters’ Boundaries
When a reporter reaches out, respond as quickly as possible, even to provide a timeline for your response. Be careful not to bombard reporters with follow-up emails or calls.
It’s also a good idea to thank reporters after stories are published. This helps create goodwill.
Stay in touch with reporters, even when you don’t have anything to pitch.
Offer small acts of kindness, from holiday greetings, congrats on professional milestones and give support during difficult times.
These tips can personalize your relationship with reporters.
By becoming a reliable partner, you can grow connections to drive significant change.
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Chris Pugh is the media relations manager for Spotlight PR LLC,. Check out all blog posts and subscribe for regular communications updates.